Last Updated: December 5, The Psychology of Marketing with Celebrities Why use celebrities in advertisements? What is classical conditioning? Choosing the right celebrity for your campaign Exploring why we have a psychological attraction to celebrities. Desire to Increase Attractiveness: Look more attractive with this sleek, modern camera used by Ashton Kutcher.
Chanell ft. Brad Pitt A black and white picture of Brad Pitt standing halfway in and out of his house, wearing a tuxedo and sipping a drink. A bottle of Chanel No.
Negative Information Negative events, situations, or characteristics consumers associate with a celebrity. Celebrity Credibility Can the celebrity be trusted as a credible source of information about a product? Celebrity Expertise Does the celebrity have experience in this area? Celebrity Trustworthiness The degree of confidence consumers place in a celebrity.
Celebrity Attractiveness Is the source physically attractive? Celebrity Familiarity and Likeability Do consumers recognize the celebrity? Given that, quantifying which spokesperson is more effective is challenging at best. So how do you determine whether a celebrity or real person is right for your latest ad campaign? Go ahead and weigh the pros and cons of each, say veterans. But the more important thing is to establish the right campaign for your client irrespective of the type of talent you choose.
The Celebrity: Pros and Cons Celebrities, say veterans, tend to be more appealing in ads for products that benefit from being associated with role models or someone the consumer emulates. Veterans commonly point to cosmetics, clothing and automobiles as examples. Celebrities also tend to be more effective in attracting the spotlight. And the public is not the only audience that notices when a celebrity signs a deal; the news media often also responds, which means additional free publicity for the star and the company.
The downside is celebrities come at a price. In light of this, it is considered that the findings are representative of UK ad agencies actively involved in the recruitment and use of celebrities. The response. Table 2 shows that the highest mean value among reasons for using celebrities as endorsers was for their perceived ability to help campaigns have impact in today's ever more cluttered media environment.
In other words, consistent with the academic arguments, managers perceived celebrity endorsement as one way to overcome media clutter. Celebrities' ability to generate PR coverage was the second most-agreed reason for their usage.
Indeed, Gray [14] reported that PR practitioners believe that campaigns involving celebrities have a potential for extensive PR coverage, since not only print media but also entertainment-style programmes usually preview these ads.
Managers agreed that they were motivated to use celebrities because: celebrity values define and refresh brands; celebrities create aspiration for brands; and celebrities add new dimensions to brands. On the other hand, they were neutral about celebrities' ability to give instant credibility to brands and help global campaigns.
As expected, managers did not agree that celebrities are used because clients prefer celebrity campaigns or because they were desperate for ideas. To reduce the list of reasons to the basic dimensions, the data were subject to exploratory factor analysis by using principal component analysis with promax rotation. As Table 3 indicates, these statistics support the use of factor analysis to reduce the number of reasons from nine to three.
The KMO test is at the high end of the scale, indicating that sampling is adequate. The Chi-square score of Bartlett's test of 'sphericity' is quite high, with a very high level of significance. Also, Cronbach's Alpha score, indicating reliability of the measurement scale, is acceptable.
In this particular test, possible explanation for a just-acceptable variance-explained figure may be that there are other reasons for using celebrities as endorsers.
One might be the 'snowball effect': when one company uses a celebrity, inevitably others start considering using one for themselves. Hair et al. Furthermore, no individual variable had less than 0. Celebrity values. The first component is celebrity values. This reveals that one underlying reason for using celebrities is to transfer their values to brands.
This is consistent with the academic argument put forward by McCracken [17] and findings of Langmeyer and Walker [18] , which indicated that when celebrities are used in an ad campaign their personal qualities are transferred to products. One of the individual variables in this component is that agencies are desperate for ideas, which had a negative factor loading, indicating a negative correlation in the component. Building credibility.
The behavioural results demonstrated better memory for shoes presented with a famous face, confirming the findings of earlier studies on celebrity endorsement and product recall.
They also suggested that a famous face can influence attitudes to products. Although contrary to expectations scores on purchase intention were not significantly different for shoes presented with a famous face, fame did affect ratings if products were categorized based on the responses in the orientation task.
Shoes that were not perceived as being owned by an attractive female received a higher score for purchase intention after initial presentation in a famous context. The fMRI results strongly supported the idea that the neural mechanism underlying celebrity endorsement is a transfer of positive affect from celebrity to product and that this transfer results from the retrieval of explicit memories.
No evidence, on the other hand, was found to support the theory that implicit memories and enhanced attention are required for celebrity advertisements to be effective. The research has important implications for companies and their advertising agencies. It suggests that:. Leader Prompts - enable your leaders with these 50 practical and straight-forward mini-guides to handling common management challenges. Click here to find out more.
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